LLORENTE & CUENCA - "Play to Move"

Company: LLORENTE & CUENCA, Madrid, SpainCompany Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.Nomination Category: Video CategoriesNomination Sub Category: Internal/Employee Communications

Nomination Title: Play to Move

Date this production was first released/publicly viewed: Media Placement Launch Date: 01/03/2016

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

Development of the first transmedia project, with Telefónica’s employees globally. The ultimate goal was to translate the principles of Responsible Business, and the projects the company develops around the world. An area hitherto perceived as something boring, distant carried out only out of obligation.

To turn this situation around, from LLORENTE & CUENCA we developed “Play to Move”. The strategic focus was on turning these Principles of Responsible Business into something fun, co-created by employees, relatable and innovative.

This transmedia campaign consisted of:

-An initial gamification to choose a selection of 3 employees through the development of an game app, available for iOs and Android;

-A trip to Spain, Brazil and Peru, to get to know the projects that Telefónica develops around the world.

-The production of a Brand Film, starring these three employees, documenting the trip

-And finally a Brand Film premiere in the different countries.

The result of these efforts was a campaign that has broken molds in the company, by using for the first time, all kinds of innovative solutions, never seen before, regarding employee engagement.

Provide the applicable creative and production credits for this nomination: